Presidential Candidates Fail to Focus on Hispanic Media, Despite Major Voter Interest in Immigration Issue, Publishers Reveal in Survey
Two thirds of Hispanic newspapers surveyed remain objective; 34% making endorsements, 32% back Obama and 2% support McCain

With only days until Election Day, Hispanic Digital Network (HDN), a PR Newswire company, polled its network of U.S. Hispanic media to gauge media preferences on the election and political candidates. The results from the online media survey indicate that the majority of Hispanic print publications have not endorsed a presidential candidate. The findings also show that immigration is the key issue at stake for U.S. Hispanics in the election.

When asked, "Does your publication endorse a presidential candidate," 66% of survey respondents indicated that they had not yet endorsed a presidential candidate; 32% of respondents endorsed Barack Obama; and 2% backed John McCain.

Sixty-one percent of survey respondents indicated that they have not published an editorial in favor of a presidential candidate; 34% indicated that they have and 5% indicated that they would prior to Election Day. The findings also show that immigration is a key issue at stake for U.S. Hispanics in the election for 63% of respondents, while the issue of the economy garnered 51% and education 40%.

"We wanted to get a sense of what our publishers think about the election because they are an important sampling of U.S. Hispanic publications. Since our members are the local voice of Hispanic communities throughout the nation, we felt it was an important perspective to examine," said Anllelic Lozada, online publishing manager, HDN, a service of PR Newswire and the nation's first Internet advertising network of U.S. Hispanic media.

HDN conducted a brief informal, online survey of its network of 76 U.S. Hispanic media and received a 66% response rate. The respondents included editors and publishers of newspapers, magazines and media portals. The survey was conducted from October 27-30, 2008. According to a respondent from El Hispano News (, which has been serving the Hispanic community in Dallas-Ft. Worth, TX since 1986, "The [presidential] candidates haven't really paid a lot of attention to Hispanic media, especially to print media." El Hispano News hasn't publicly endorsed a presidential candidate.

Another respondent from the newspaper Identidad Latina (, which is based out of Hartford, CT and is endorsing presidential candidate Barack Obama noted, "The [presidential] candidates are only interested in paid TV political advertisements and there is an imbalance [of interest] with the other types of [Hispanic] media."

A respondent from Enlace Total (, which is the first 100% Mexican community newspaper published in the U.S. and Mexico, said, "I think that interaction is lacking between the candidates and Hispanic media regarding the election, especially media of Mexican origin." Enlace Total hasn't publicly endorsed a presidential candidate.

The Hispanic population is projected to nearly triple, from 46.7 million to 132.8 million by 2050. Its share of the nation's total population is projected to double, from 15 percent to 30 percent. Thus, nearly one in three U.S. residents would be Hispanic according to the US Census Bureau. Hispanics are widely considered as a potential "swing vote" in next week's election. According to the Pew Hispanic Center, Hispanics constitute a sizable share of the electorate in key battleground states including New Mexico (where Hispanics make up 37% of state's eligible electorate); Florida (14%); Nevada (12%) and Colorado (12%).

Today, the U.S. Hispanic media includes over 30 Associated Press-style wire services and news syndicates, more than 550 Hispanic TV shows, over 175 Hispanic cable / satellite TV shows, more than 1,000 Hispanic radio station shows, over 875 Hispanic newspapers, over 625 magazines, and thousands of Hispanic media web sites.


Miami-based Hispanic Digital Network (HDN) ( ) is a leading U.S. Hispanic Web marketing and site representation company. Launched in 2003 and acquired by PR Newswire ( in 2008, HDN is the nation's first and largest Internet advertising network of U.S. Hispanic newspapers, magazines and media portals. HDN provides Hispanic-focused publications nationwide with free, customized news websites, free web hosting and free ad serving. HDN has built dynamic websites for over 76 Hispanic newspapers and magazines. All of HDN's websites are Internet Advertising Bureau-compliant and capable of serving Rich Media formats ( HDN serves the business needs of Hispanic agencies and advertisers by offering one dedicated company that can buy sell and manage Internet-only media campaigns that involve hundreds of small and large Hispanic publications.

About PR Newswire

PR Newswire Association LLC ( provides electronic distribution, targeting, measurement and broadcast services on behalf of tens of thousands of corporate, government, association, labor, non-profit, and other customers worldwide. Using PR Newswire, these organizations reach a variety of critical audiences including the news media, the investment community, government decision-makers, and the general public with their up-to-the-minute, full-text news developments.

Established in 1954, PR Newswire has offices in 14 countries and routinely sends its customers' announcements to outlets in more than 170 countries and in more than 40 languages. Utilizing the latest in communications technology, PR Newswire content is considered a mainstay among news reporters, investors and individuals who seek breaking announcements from the source. PR Newswire's leading services include ProfNet(SM), eWatch™, MEDIAtlas™, Search Engine Optimization, MediaRoom, MediaSense™, MultiVu™, U.S. Newswire, the preeminent policy newswire in the industry, Vintage Filings, the fastest growing Edgar filing company, and Hispanic PR Wire, LatinClips and Hispanic Digital Network, the foremost Hispanic communications services. PR Newswire is a subsidiary of United Business Media Limited, a leading global business media company that serves professional commercial communities around the world. For more information, go to

About United Business Media Limited (

United Business Media Limited (UBM) is a global media and marketing services company that informs markets and brings the world's buyers and sellers together at events, online, in print, and with the information they need to do business successfully. UBM serves professional and commercial communities, from IT professionals to doctors, from journalists to jewelry dealers, from farmers to pharmacists around the world. UBM employs more than 6,500 people in more than 30 countries. UBM's businesses operating in the US include CMPMedica, Commonwealth Business Media, Everything Channel, PR Newswire, RISI, TechInsights, TechWeb and Think Services. UBM is listed on the London Stock Exchange (UBM.L) and has a market capitalization of $2.5 billion.

First Call Analyst:
FCMN Contact:

SOURCE: Hispanic Digital Network

CONTACT: Jen Saunders, +1-646-536-7011 or